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#104 Monica Ebert about the outdoor apparel brand Core Merino

Monica Ebert Core Merino

Monica Ebert is the International Brand Development Manager at BKB in South Africa. Part of Monica’s work portfolio is the company’s outdoor apparel brand Core Merino. In this episode, Monica talks about the opportunities and challenges of marketing a South African merino wool product.

About Monica Ebert

Monica Ebert is the International Brand Development Manager at BKB in South Africa. Her responsibilities include managing the companies clothing line Core Merino. Monica joined BKB in March of 2018 after living and working in the wool industry in New Zealand and the United States.

Monica’s passion for the wool industry stems from her lifelong involvement in the sheep industry having been born into a small purebred sheep operation in Kansas, USA. She received her Bachelor’s degrees in Apparel Design and Apparel Marketing from Kansas State University and completed her Master’s degree at Angelo State University where she focused her research efforts on sheep and wool production and apparel product development concentrating on the processing and manufacturing of wool into activewear garments. Through her research and the development of a supply chain entirely within the United States textile industry, she gained unique insights of the wool supply chain from “sheep to shop”.

 

Connect with Monica Ebert here

Core Merino website

BKB website

Core Merino on Facebook and Instagram

Key Time Stamps

[01:08] About Monica Ebert

[03:03] About Core Merino

[08:15] The target group of Core Merino

[11:31] The challenges at Core Merino

[08:44] The importance of good product photography

[17:28] The goal of manufacturing in South Africa

[18:52] What are the similarities and differences between different wool growing countries

 

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#005: Mac Bishop shares his insights about starting Wool & Prince

#014: Monica Ebert on how to advance your career through the IWTO Young Professionals program

#021: Philip Attard About Creating the Gostwyck Merino Brand

#026: Debbie Luffman shares Finisterre’s unique wool story

#046: Janne Strommen about wool’s important role at Devold of Norway

#047: Nick Armentrout about the all American wool supply chain at Ramblers Way

#050: Claudia Weiss about Don Baez Eco Chic

#052: Gaspard Tiné-Berès about founding Lasso Shoes successfully

#053: Isak Staats about how to efficiently handle 32 million kg of wool per year

#073: Tove Grane about her label We Norwegians

#077: Wolf Edmayr about the current situation of the South African wool industry

#084: Lorents Tvedt about the knitwear brand Dale of Norway

About the author, Elisabeth

Elisabeth is the founder and host of the Wool Academy Podcast. She also runs her own consulting business where she supports wool industry businesses with strategic communications and project management.
Elisabeth used to work as the Secretary General for the International Wool Textile Organisation where she developed her passion for wool and the wool industry. Her previous education and work experience equipped her also with a broad set of communications skills.

Elisabeth vision is to see the wool industry thrive which is why she supports wool industry businesses communicate successfully.

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